A major cosmetics company approached us with a need to compare the performance of a new shampoo to a competitor’s product.
A blind, sequential, monadic unbranded in home use test was conducted. We created a quantitative survey and respondents completed the survey online after three different time periods. Claim statements were also evaluated to support the current in-line claims and to raise new language for the product.
The client was able to legally support advertising that claimed their product was preferred 2:1 over their competitors. The study also revealed usage occasions and important insights into optimizing the development of the product package, the name prior to introduction, and the advertising wordage.
A local company was looking to make changes to their website and wanted to understand how visitors would feel about it. They also wanted to understand reasons for viewship, and assess the overall look, feel and functionality of the website.
We gathered a variety of website visitors (frequent visitors and infrequent visitors) and conducted one-on-one in-depth interviews. Weeks prior to the interview, each respondent was sent a link to the new site and was told to visit it as they normally would.
This information was used to influence the way the client retains frequent visitors, how they can target a new audience, and how to turn the infrequent visitors into frequent ones. The client was able to implement a new web site design catering to the audience’s needs and capturing their interest.
The NWPA Tobacco Control Program wanted to learn the attitudes and opinions of current and former smokers regarding:
Moore Research conducted a series of four focus groups, two groups with current smokers and two groups with former smokers.
The NWPA Tobacco Control Board was able to see that personal experiences (such as pregnancy or an illness in the family) were the driving factors for quitting. They also found out that current smokers were defensive and felt criminalized when talking about the public perception of smokers. Both groups were not receptive to anti-smoking ads. They didn’t like the harsh method of advertising and many chose to ignore it.
A leading cosmetic company approached Moore Research with a concern about the size of their foundation line. The goal was to remain appealing to African American women while reducing the number of shades in their foundation palette.
Over the period of two weeks, African American women came to our facility. Each time they were presented with an entire line of foundation. After selecting a shade that best suited their skin tone, they used the product at home for four days. Then, repeated the process with the other two brands, completing a questionnaire after each round.
The client was able to eliminate ineffective foundation shades, ultimately reducing overall production costs.
A major hospital network wanted to compare community perceptions between themselves and two other hospitals.
Telephone interviews were conducted with area residents. Opinions were gathered regarding hospital specialties, personal experiences and general perceptions of each hospital.
The hospital was able to make internal assessments and quantify their strengths and weaknesses in order to become more competitive.
The United Way of Erie County wanted to better understand how to get their “LIVE UNITED” message to even more people. They also needed to learn how to reach different groups of people to donate.
United Way has traditionally relied on reaching people in their workplace and asking them to donate through payroll deduction. Today, an increasing number of people are employed in non-traditional settings. In addition, there are a number of retirees who supported the United Way in the past but lost contact after retirement. We conducted focus groups to understand how we can reach these groups of people.
The study helped the United Way effectively evaluate how their community efforts are perceived by the general public. They were also able to explore different methods of reaching donors.